I wrote a masterpiece. Google yawned. Here’s the fix.

_{Day 168/100}

Hey—It's Tim. 

Back in the land of rain (and fire-season smoke). Last night I re-read an old blog post I’d poured my soul into.

Guess how many views it got this month?

Eleven.
One of them was me. Twice.

Turns out even great writing can hide in plain sight when you whisper instead of echo.

30-Day Distribution Calendar

When engineers talk “load-bearing walls,” they mean structures you can’t ignore without the whole house collapsing.

For content, that wall is repetition.

Not spam—spaced repetition.

The neuroscience trick that turns fleeting impressions into “Oh yeah, I know that guy!” memory.

Spaced repetition (anki index) is a system used to learn things. You learn something, and then it’s put back in front of you every X number of days until you get it.

Ebbinghaus mapped the “forgetting curve” in the 1880s; modern MRI studies keep confirming the same gospel: remind people just before they forget and recall skyrockets.

Miss that window and you’re starting from zero again.

Map that recall curve to your next 30 days of distribution

Below is the exact 30-day remix I run after shipping a piece.
It’s science-backed, brain-friendly, and stupid-simple to follow.

Day 0. Publish your thing. Get it out onto a platform you own. (Blog)

• Get some mention of it out onto social.

• Don’t just mention the post. Talk about the lessons.

Day 1. Bite-sized thread. 6-8 mini points distilling the key parts of the blog.

Day 2. Quote Pull. The hardest hitting quote from the blog.

Day 4. Quick Video. Talk about the process of writing it. What you as the author had as the biggest takeaway from it.

Day 7. Carousel of the main points from the article

Day 11. Origin of the article. Why did you want to write it? What hurdles did you have in putting it together.

Day 13. Poll. Ask something relevant to the article. Put together a quick poll around it.

Day 16. Q&A. Live is fun, you could also field the questions from your various socials and lists.

Day 20. Micro-drop. Talk about something new you’ve found out. And an update you’ve made to the article.

Day 22. Just post the article again. We did this…. We wrote this…. Interesting point to come out of…..

Day 26. Talk about something that work out for the final piece. We wanted to…. We tried…. The research said…..

Day 30. Recap of the whole thing. Any images, points you like that came from making it.

The best part of all of this is you should do it from the pov of different people in your company. The medium is the same, but the pov as the author is different to that of your CMO or CEO, or researcher etc.

How to use it

1. Draft what you can on the day of publish. Seeing as you know what they are, when you create the piece, you can mark what you need to make those assets.

   1. When you come across a fun bit of research (day 4, day 20, day 26)

   2. Something surprised you when writing it (day 11, day 13, day 2)

   3. It becomes much easier to repurpose and distribute when you know what you’re looking for as you create.

2. Schedule, schedule, schedule. Either with software ahead of time, or just in the calendar.

3. Each touchpoint isn’t just repetition. It’s a different angle and format so audiences are reminded, not spammed.

See you tomorrow.

✌️ Tim "Calendar Thief" Hanson
CMO @Penfriend.ai

Same brain, different platforms: X, Threads, LinkedIn.

P.S. I reckon I could write a prompt where you put the content in and it gives you the specific distribution assets out on the other side. Do you want me to write that?
Reply to this email with “write the promotion prompt TIM!”
If I get 20. I’ll do it.

P.P.S Also, someone very close to me said I couldn’t do 100 days of Instagram.
And, if you know me, telling me I can’t do something is the shortcut to me doing that thing.

Time to start building the personal brand of Tim Hanson I guess :D

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